The Impact of Rumors on Social Media Sites in Behavior of Purchasing Food Products in the Egyptian Market

Ali Ahmed Abdelkader and Hossam El Din Fathy Mohamed
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Ali Ahmed Abdelkader: Faculty of Commerce, Kafrelsheikh University, Kafrelsheikh, Egypt
Hossam El Din Fathy Mohamed: International Academy of Engineering and Media Sciences, Giza, Egypt

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2018, vol. 9, issue 1, 19-35

Abstract: The purpose of this article is to detect the impact of rumors on social media on the purchasing behavior of food products. The descriptive approach on four rumors related to food products were identified in the Egyptian market. A sample of 387 participants were selected from consumers who use Facebook in Egypt. The primary data was collected via an E-Questioner method. The results indicated that there is a significant relationship between the rumors on social media, and purchasing behavior of food products. There is also a significant difference between the products and the impact of rumors. These results assure the importance of social media and its impact on a customer's decision to purchase food products. This article not only explains the importance of rumors on social media in the food sector but also enhances the understanding of the influence of social media on consumer's behavior. It also provides some insights for facing the rumors. Organizations are advised to adopt social media in their business.

Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jcrmm0:v:9:y:2018:i:1:p:19-35

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International Journal of Customer Relationship Marketing and Management (IJCRMM) is currently edited by Riyad Eid

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